Tubi debuts "Tubi for Creators" featuring prominent YouTube personalities
Tubi, a popular ad-supported streaming service, is making waves in the media and entertainment industry with its new initiative, "Tubi for Creators." This program aims to bridge the gap between independent digital creators and mainstream streaming distribution, offering them Hollywood-level exposure.
Through this initiative, Tubi is partnering with six YouTube brands, including Mythical (Rhett & Link), Watcher, Dan & Riya, FunnyMike, Jubilee, and Kinigra Deon. These collaborations will see over 500 episodes of episodic content from these digital creators being delivered to Tubi's platform, providing them with a wider audience.
The "Tubi for Creators" initiative is seen as a key catalyst in reshaping the media and entertainment supply chain. By empowering digital-native and independent filmmakers to bypass typical gatekeepers, Tubi is offering scalable pathways for their content to reach large streaming audiences. This could accelerate creator-driven content integration into mainstream platforms.
One of the significant impacts of this initiative is the shift in content acquisition. Instead of relying mainly on third-party licensed content or established Hollywood productions, Tubi is actively commissioning new original content through partnerships such as with The Black List. This model promotes inclusivity and diversifies story types on streaming platforms, reflecting Tubi’s goal to innovate on content sourcing.
Another impact is the integration of the creator economy into Hollywood. By supporting creators with production funding and creative freedom, Tubi helps retain creators’ unique voices while bringing their work into the more traditional entertainment infrastructure. This could influence how studios and platforms collaborate with independent content creators in the future.
The expansion of Tubi's "Tubi for Creators" initiative is seen as a significant step towards reshaping the media & entertainment supply chain. By challenging the dominance of legacy production houses and diversifying content sources, Tubi is paving the way for a creator-first content acquisition model that could inspire broader industry shifts. This transformational approach blurs the lines between independent digital content creation and traditional media production and distribution.
The initiative targets Gen Z and millennial viewers, offering them content from popular digital creators. The move could bolster direct creator partnerships across advertising, production, and distribution verticals, reshaping content acquisition norms and reducing reliance on licensed catalogs.
In conclusion, Tubi's "Tubi for Creators" initiative represents a significant shift in the media and entertainment industry, offering independent digital creators a platform to reach mainstream audiences and Hollywood-level exposure. This program could reshape the media and entertainment supply chain, blurring the lines between independent digital content creation and traditional media production and distribution, and promoting a creator-first content acquisition model.
The "Tubi for Creators" initiative is not only offering independent digital creators a wider audience, but also partnerships with notable YouTube brands, such as Mythical (Rhett & Link), Watcher, Dan & Riya, FunnyMike, Jubilee, and Kinigra Deon, to bring their content to the mainstream media and entertainment industry (finance and business). This potentially transformational approach could inspire broader industry shifts in the technology sector, as streaming platforms reconsider their sources for content acquisition (entertainment).
With the expansion of this program, Tubi is paving the way for a creator-first content acquisition model that challenges the dominance of legacy production houses and diversifies content sources (technology and finance). By blurring the lines between independent digital content creation and traditional media production and distribution, Tubi could reshape the media and entertainment industry, resonating particularly with Gen Z and millennial viewers (entertainment).
